Exam 5: Managing Marketing Information to Gain Customer Insights

Diana Dion is currently researching electronic data sources from within her company to make marketing decisions. Diana is making use of ________ databases.

How would you design the sample to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner? Explain.

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.

Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research.

Maria Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Maria plans her research in 30 different countries, upon which of the following is she least likely to rely?

Briefly compare the three different types of research approaches for gathering primary data.

Causal research is used to ________.

Marketing information is only valuable when it is used to ________.

A poor method for conducting survey research is ________.

Why is it important for a research plan to be presented as a written proposal?

Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she uses low-cost or no-cost methods to gather research data. One method that works very well for her is changing the themes in her local newspaper and radio advertising and watching the result. Juanita is using ________ to gather data for marketing decisions.

Behavioural targeting, the practice of ________, is being used by more and more companies.

Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________.

In what way(s)did Jason's project require descriptive data?

Maryann Reimer is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method should Maryann select?

Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviours of the larger population.

Marketing research is the systematic design, collection, analysis, and reporting of data directly relevant to a specific marketing situation facing an organization.

Which of the following is good advice about creating research questionnaires?

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview. How might the marketer know for certain whether peas or green beans should be included with the turkey entrée?